National tourism agency VisitBritain has today launched a new multi-million-pound global campaign to drive inbound tourism, as Britain gears up for a year of landmark events.<\/p>\n\n\n\n
The \u00a310 million international GREAT Britain marketing campaign \u2018Welcome to Another Side of Britain\u2019<\/strong> was formally launched by The Rt Hon Nadine Dorries MP, Secretary of State for Digital, Culture, Media and Sport (DCMS) at a VisitBritain reception on 9 February in Dubai, UAE.<\/p>\n\n\n\n The event, hosted by Dame Judith Macgregor, chair of the British Tourist Authority and Tricia Warwick, VisitBritain Director for Asia Pacific, Middle East and Africa (APMEA), was in support of the wider programme for UK National Day at Expo Dubai. Also in attendance was the British Ambassador to the UAE Patrick Moody, the Leader of Birmingham City Council Councillor Ian Ward, as well as top tourism industry and travel trade executives from India, the GCC, the West Midlands in England and international media.<\/p>\n\n\n\n VisitBritain\u2019s \u2018Welcome to Another Side of Britain\u2019<\/strong> campaign is putting the spotlight on Britain\u2019s cities, hit hard by the absence of international visitors, as well as on messages of welcome and reassurance. It is also capturing the major events this year, set to be global tourism draws, including HM The Queen\u2019s Platinum Jubilee, the Birmingham 2022 Commonwealth Games and \u2018Unboxed,\u2019 the UK-wide celebration of creativity, to drive tourism to Britain.<\/p>\n\n\n\n UK Secretary <\/strong>of State for Digital, Culture, Media and Sport <\/strong>Nadine Dorries said:<\/strong><\/p>\n\n\n\n \u201cThis brilliant campaign will highlight the best of the UK to the world and show that we are open and ready to welcome back international visitors.\u201d<\/em><\/p>\n\n\n\n “2022 is a fantastic time to visit thanks to major events including Her Majesty The Queen’s Platinum Jubilee, the Birmingham Commonwealth Games, Women\u2019s Euros, Rugby League World Cup and UNBOXED.”<\/em><\/p>\n\n\n\n British Tourist Authority Chair Dame Judith Macgregor said:<\/strong><\/p>\n\n\n\n \u201cWe are delighted to launch our new global marketing campaign in Dubai, in support of the wider programme of events for UK National Day at Expo Dubai.\u201d<\/em><\/p>\n\n\n\n \u201cThe GCC is a very important inbound tourism market for the UK and we know there is pent-up demand for travel. As well as offering messages of welcome and reassurance, we are shining the spotlight on Britain\u2019s vibrant and diverse cities. Telling the stories of our renowned heritage with a modern twist, profiling our buzzing contemporary culture and innovative food and drink scene, we are showing that Britain is full of fresh and exciting experiences to come and enjoy right now.\u201d<\/em><\/p>\n\n\n\n \u201cThis year\u2019s landmark events including HM The Queen\u2019s Platinum Jubilee, the Commonwealth Games and the ground-breaking \u2018Unboxed\u2019 events, present timely and valuable opportunities to highlight experiences that visitors can only have now in Britain, and to demonstrate once again our enthusiasm for excellence in sport, our warm welcome to our guests and our creativity to the world.\u201d<\/em><\/p>\n\n\n\n VisitBritain Director for APMEA Tricia Warwick said:<\/strong><\/p>\n\n\n\n \u201cWe are thrilled to launch VisitBritain\u2019s global marketing campaign here in Dubai, during the week of celebrations for UK National Day at Expo, highlighting to top travel trade buyers from across the GCC and India why now is a brilliant time to book a trip to Britain.\u201d<\/em><\/p>\n\n\n\n \u201cWith the host of once-in-a-lifetime events and experiences on offer, this is the year for visitors to put Britain at the top of the list as their must-go-now destination and working with our trade partners in market is crucial to converting the huge demand and inspiration to visit Britain into bookings.\u201d<\/em><\/p>\n\n\n\n